Optimizing Employee Performance: A Case Study on Effective Strategy Execution
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Successful strategy execution is the bridge between strategic goals and measurable results. An organization’s strategy outlines its goals, aspirations, and intended course of action. However, a strategy that remains confined to boardroom discussions holds limited value. It is the collective effort of employees that determines whether a strategy flourishes or falters.
However, effective strategy execution requires more than just outlining goals and directives. It involves aligning the workforce with the strategic vision, fostering a culture of ownership, and providing the necessary resources and tools.
Case in Practice: Al Saedan Real Estate Company
Al Saedan Real Estate Company, a leading real estate developer in Saudi Arabia, is a notable example of integrating strategy execution and employee performance. In 2021, the company initiated its internal project “STEP” (Strategy Transformation Project) and formulated a task force (Transformation Leaders) comprising members from various departments and organizational levels to execute and transform its new vision. Below, we delve into the various aspects of this strategy implementation.
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1. Strategic Alignment, Clear Communication, and Cascading Goals
By implementing a transparent communication system, Al Saedan’s leadership ensured that each team member understood how their work contributed to the company’s ambitious goals. This approach not only boosted motivation but also streamlined efforts toward strategy execution.
2. Setting SMART Goals
Al Saedan implemented a goal-setting process that aligned individual employee goals with the company’s strategic objectives. Each employee had SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) goals that directly supported the strategic initiatives.
3. Performance Metrics and Feedback Loops
- The company introduced a data-driven performance management system.
- Cross-functional teams were formed to encourage collaboration and innovation.
- Teams had access to real-time dashboards showing key performance metrics related to the strategy.
- Regular one-on-one feedback sessions discussed progress, challenges, and development opportunities.
4. Empowerment and Autonomy
- The teams had the autonomy to make decisions and experiment with new ideas, fostering a culture of ownership and creativity.
- By tracking and sharing progress through visually appealing charts, employees were empowered to take ownership of their contributions.
- This transparency fueled innovation and collaboration across departments, propelling the company toward its objectives.
5. Recognition and Rewards
Al Saedan Real Estate Company’s recognition and rewards program is designed to ignite motivation and inspire employees to excel in their respective roles while actively contributing to the attainment of the organization’s strategic goals. The program encompasses a variety of gestures, including personalized plaques and trophies for individual achievements, an extra day of paid vacation to express appreciation for hard work, performance-based bonuses tied directly to specific targets and milestones, and celebrations of team excellence marked by team lunches, certificates of achievement, and extensive company-wide recognition.
Furthermore, the company values long-term commitment and consistently outstanding results, providing opportunities for career advancement and growth, including promotions and salary increases. The spirit of innovation is also nurtured and acknowledged through the company’s “Innovation Awards” and innovation certificates. An annual awards ceremony serves as the grand culmination of the program, highlighting the best talents across the company’s different functions.
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Key Takeaways
As a direct outcome of our strategic execution, we have recently launched numerous real estate projects. These ventures span across residential, commercial, and hospitality sectors and have been made possible through strategic alliances and partnerships we have forged along the way.
Engaged employees who fully grasp the company’s mission play a pivotal role in achieving our objectives. Moreover, our commitment to SMART goals has become the foundation of our strategic progress, ensuring that our objectives are not mere aspirations but actionable plans.
Our success is also a direct outcome of our dedication to data-driven approaches. Lastly, we have observed that our company’s culture, which champions employee empowerment, directly correlates with increased ownership, enhanced collaboration, and a continuous drive for improvement.
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About the Guest Expert: Rami Al Tawil, Organizational Excellence Director at Al Saedan Real Estate Company, holds a master’s degree in industrial engineering from Jordan University of Science and Technology. With 19 years of expertise spanning Strategy Planning, Performance Management, Business Improvement, and more, he excels in aligning employees with strategic visions for consistent performance improvement.
Editor’s Note: This article was originally published in Performance Magazine Issue No. 28, 2024 – Employee Performance Edition.
